Pharma marketing: why there's so much of it and why it needs to change

John Kenny
SVP, Managing Director
Head of Strategic Planning
Intouch Group

Connect with John
LinkedIn / Intouch Group

Pharma should treat patients like Nike treats athletes. So says John Kenny, Head of Strategic Planning at pharma agency, Intouch Group. He shares what he sees as opportunity for planners and strategists to reframe the category, worldwide.

In addition to our broader conversation about the purpose, scale and need for pharma marketing, we talk about examples of brands that are reframing its strategic and tonal approach.

Women’s health & wellness has in many ways led the charge in changing the narrative in pharma and femcare. Brands like Imvexxy, Bodyform, Durex, and Phexxi have bravely and effectively broken the conventions of pharma marketing through honest conversations that drive these topics out of the shadows and into acceptance in broader culture. They represent chronic illness and women’s health issues as conditions that are managed, not hidden, and us all as conquerers, not victims.